Barack Obama has done what all candidates do: he has begun the general election with an ad that introduces himself, with what is called a “character ad.” We learn what sort of public figure the candidate is, and through a discussion of this, are also told what sorts of policy actions we can expect from that candidate.

Obama’s ad is an interesting one, for while it purports to be a straightforward biographical ad, it also responds to charges that have been made against him and his political party. He talks about strong families, and values, issues that most Democrats have ceded to Republicans. He places his roots squarely in “the heartland,” claiming Midwestern history and values. And he ends with a brief nod to his love of country.

This is a firm starting point for the campaign to come. He can hope to sidestep the culture war campaign with his allegiance to families and values; he can use his willingness to defend Chicago’s poor as a way to focus on domestic policy; and his patriotism is a platform for foreign policy.

This appears to be an ad that begins a campaign based on character—what communication scholars call ethos, or the public character of a speaker. Through an emphasis on who he is, Obama can also make arguments about what he will do. It’s something to watch out for, as other candidates—Ronald Reagan among them—have used this approach to good effect.